A social business plan for Tory Burch and the Tory Burch Foundation, created for Michael Brito's spring 2012 Social Business class at San Jose State University by Sera Michael, Sarah Gurbach, Shelia Saadieh, Jennifer Elias, Karen Chiang and Brenda Canales.

1. Team Tory
A Social Business Plan for the Tory Burch Brand and
Foundation

2. Introd u cing Te am Tory
K are n C h iang
S e ra M ich ae l S arah G u rb ach
S h e ila S aad ie h Je nnife r E lias
Bre nd a C anale s

3. To extend the
Our Mission Tory Burch
brand to a more
influential
audience by
increasing
conversation of
the Tory Burch
Foundation
through a
strategic social
business plan.

4. Our Goals
To increase conversation about the Tory Burch Foundation and its
philanthropic efforts on social media platforms by 30% by September
2012. As a result of this the Tory Burch brand will also increase its
social conversation.

5. Target Audience
Social media savvy women, ages 20-40.

11. Strategy #1
Reach out to bloggers.

12. Tactic #1
Start buzz about the Tory Burch Foundation

13. Strategy #2
Community Involvement Campaign

14. Tactic #2
Foundation
Website
Hub and Spoke Model #TBF

19. Where is the
conversation happening?

21. Where it needs to be
happening:

22. Content Calendar

23. Decision Tree

24. Measurement

25. Thank You!
xx,
Team Tory